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»ensighten

PROG I/O: Getting The Ball Rolling On First-Party Data

Before taking advantage of their first-party data, brands first must figure out what the heck they’ve actually got. “People don’t really appreciate the assets they’ve accumulated over the course of years,” said Acxiom vet Josh Herman, who now leads tech development for CRM, ad tech and analytics platforms at Kimberly-Clark Corp. He spoke at AdExchanger’s... Continue reading »
by Allison Schiff // October 28th, 2016 //
»
After The Krux Sale, Do Indie DMPs Still Have A Place?

Now that Salesforce has agreed to buy Krux for an estimated $700 million, which standalone data management platforms are left? And is there still a market for independent DMPs, given the trend toward integrated marketing tech stacks and the high cost of maintaining data infrastructure? To answer those questions, it’s important first to define terms,... Continue reading »
by Kelly Liyakasa // October 7th, 2016 //
»
Ensighten Raises $53M To Expand Mobile, In-App Data Management

Ensighten has raised $53 million in debt and equity financing to push beyond its core tag management system. Existing investor Insight Venture Partners and others led the Series C round, with participation from Silicon Valley Bank. The injection will be used for product development, continuing to expand its global leadership team and to ramp up... Continue reading »
by Kelly Liyakasa // October 19th, 2015 //
»
Coke Opens Data-Driven Happiness, Builds Out Marketing Decision Engine

For 128 years, Coca-Cola has distinguished its brand through mass media, but consumer tech titans like Apple, Microsoft and Google have usurped its top spot among the world’s most valuable brands, as rated by Forbes. “That’s indicative of the world we’re living in,” said Michael Weaver, director of data strategy for The Coca-Cola Company, speaking... Continue reading »
by Kelly Liyakasa // October 14th, 2015 //
»
United Airlines Uses Identity To Soar Above Data Silos

United Airlines services more than 5,000 flights a day to 400 different destinations around the world. It uses desktop, mobile app, in-flight Wi-Fi, email and mobile web data to create an “intelligent, congruent customer experience,” said Nick Harris, senior manager of marketing channel optimization for United Airlines, at Ensighten’s Agility conference last week. However, connecting... Continue reading »
by Kelly Liyakasa // April 20th, 2015 //
»
Marketing Automation Meets Digital Media

Marketing automation, long defined as a B2B lead-gen system, is making its way into B2C territory. One of the most common complaints about standard marketing automation systems is that they’re simply too old or unable to sync data in real-time. But Salesforce.com’s Pardot and Marketo are all updating to compete effectively in a cross-channel media environment.... Continue reading »
by Kelly Liyakasa // April 15th, 2015 //
»
Ensighten Acquires Anametrix, Tackles More Than Tags

Enterprise tag-management specialist Ensighten has acquired multichannel marketing analytics startup Anametrix for an undisclosed sum, the companies announced Wednesday. The duo’s relationship dates back 18 months and had already manifested in a number of joint product integrations. Owning Anametrix was the natural next step, according to Ensighten’s founder and CEO, Josh Manion. Anametrix was founded... Continue reading »
by Kelly Liyakasa // October 15th, 2014 //
»
All Aboard The LiveRamp Train. Next Stop Ensighten

No rest for LiveRamp. The Acxiom-owned data onboarding company announced a new partnership Thursday with enterprise tag-management provider Ensighten – the third such alliance in just a little over a week. Prior to the Ensighten deal, LiveRamp joined up with video firm Eyeview and location-focused mobile ad company xAd, both examples, said LiveRamp CEO Auren... Continue reading »
by Allison Schiff // September 4th, 2014 //
»
BrightTag Signals A New Data-Driven Direction

Tag management technology company BrightTag changed its name to Signal on Tuesday and rolled out an “Open Data Platform” for marketers to link disparate data collection sources such as CRM, email, DSPs and DMPs. This comes on the heels of a small acquisition the company made just days ago of Signal, an email and SMS marketing... Continue reading »
by Kelly Liyakasa // June 10th, 2014 //
»
DMPs, Tag Management and Attribution On A Collision Course

After AOL’s and Google’s respective acquisitions of Convertro and Adometry, the space held by independent marketing attribution vendors immediately shrank. Remaining companies include Visual IQ, C3 Metrics, DataSong, DC Storm, and Encore Metrics. But what is the future of these attribution pure-plays as enterprise stacks invest in cross-channel technologies? “I see a complete collision course with... Continue reading »
by Kelly Liyakasa // May 8th, 2014 //
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